“Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces. We test new ideas and push the boundaries of what’s possible. When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers. Together with Tencent, we have pioneered a new concept that will redefine expectations of luxury retail. The first step in an exclusive partnership between our companies, Burberry’s social retail store in Shenzhen is a place of discovery that connects and rewards customers as they explore online and in store. It marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”
Marco Gobbetti, CEO at Burberry
Burberry announced luxury’s first social retail store in China’s technology hub Shenzhen, blending the physical and social worlds in a digitally immersive retail experience – a store of tomorrow for today.
Powered by Tencent technology, the store, which will open in the new Shenzhen Bay MixC development on 31 July 2020, is a space of exploration, designed to inspire and entertain luxury customers, where they can interact with our brand and product in new and exciting ways, in person and on social media.
The concept, which is the first step in an exclusive partnership with Tencent, takes interactions from social media and brings them into a physical retail environment. Through a dedicated WeChat mini program, customers can unlock exclusive content and personalised experiences and share them with their communities.
The store is made up of a series of spaces for customers to explore. Each has its own concept and personality and offers a unique interactive experience. Drawing upon Burberry’s rich heritage, the store also celebrates the house codes as reinterpreted by Riccardo Tisci, including the Trench Coat, the Thomas Burberry Monogram, Nature and the Burberry Animal Kingdom.
Thomas Burberry was an inventor and a dreamer. The new social retail store reflects Burberry’s pioneering history of firsts and ambition to continue to push boundaries through innovation and creativity. It is a unique space to test and learn, and to trial innovation that can be expanded to the rest of the Burberry network in China.
"'Value for users, tech for good' is Tencent's mission. Through continuous efforts driving technology advancement, Tencent strives to provide better products and services to Burberry, and in relay to the consumers. Through the partnership with Burberry, we hope to provide our contribution in the upgrading of luxury retail, improving the quality of people’s lives, and promoting sustainable development, through which we hope to ultimately support maximizing the social value."
Martin Lau, President at Tencent
"I am fascinated by the balance between nature and technology, and the energy that connects the two. This store explores this relationship, blending the digital and the physical realms in an exciting new concept. I wanted to bring this love of the outdoors to life through all the elements of the store, which can be seen in the Burberry Animal Kingdom prints in the café as well as in the fully immersive Trench Experience and even in the small details of the design materials. I really wanted to draw upon these familiar house codes to bring our community together in an interactive journey of discovery."
Riccardo Tisci, Chief Creative Officer at Burberry